On-demand video becoming the norm in US homes

Video on demand (VoD) can now be found in six in 10 US TV households, data released last week from Nielsen shows.

The media measurement business’s Q2 2013 cross-platform report found that set-top box VoD is found in about 60% of US households – a huge rise of 37% in the last five years.

The report said that, while the DVR has become a staple in 50% of US homes and has helped change the way consumers watch video, it is not the only way consumers can watch on their own terms. Expanding VoD accessibility has meant that homes without the additional hardware are just as able to enjoy the experience of watching on their own time and at their own leisure.

Nielsen said that a key driver of the growth in VoD has been that access is much more user-friendly than in the past. While the technology has been available for over a decade, it wasn’t always readily available. Consumers initially found the interface difficult to use, and programme distributors were wary of delivering content outside of their window of monetisation if the audience could not be reported.

“Because of these issues, VoD options for the consumer were often limited to old shows or past seasons of shows,” the company said in a statement. “Over the past year, however, networks have stepped up their efforts to make more recent content available, including recently telecast content and multiple episodes from the current season.

“This pivot has largely been facilitated by the ability to include and break out viewing from the VoD play to the current episode of a show if aired within the seven-day window of an original telecast,” it said.

On content type, Nielsen found that feature films were the top VoD choice by genre among 18-34 and 50+ age brackets.

Nielsen: Q2 Cross Platform Report

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